Tuesday 21 October 2014

Pop Music Video Analysis - '22' Taylor Swift

In Taylor Swift's music video for the song,'22' before the music being to play mid shots of Taylor are shown, this is done to show who she is to the viewer and it meets the demand of the record company to have lots of close ups of the artist. Also the frame of the video is in the style of Instagram, this is to create a style for the video as it shows she uses social networking sites so she can interact with her fans who are specifically young teenage girls. 
Furthermore the change of scene to a house with her a group of girl friends is shown this shows she is close to her friends and enjoys spending time with them, This also relates to the song of '22' which is an age where you have no cares and can do whatever you want. This is amplified by the close up shot of Taylor,wearing a denim shirt and geek glasses making her to be a young character. Also the props of colourful cake is stereotypical of what you would see at a young girl's birthday party. 


In addition she is breaking the fourth wall this is done so, teenage girl fans can feel they are specifically been spoken by Taylor so it creates a connection between her and the fans.  There is a relationship between the visuals and the lyrics of the song, the lyrics sung are, 'to fall in love with strangers'.Another mid shot of Taylor is shown at the same time with her making a heart shaped hand gesture and a heart is connoted with love and happiness.Also the lyrics of the song are about love and friendship and this is highlighted throughout the video and is a genre characteristic of the Pop genre. 












The video then cuts to another setting of a house with a pool, this includes Taylor and her friends laying on sun loungers. Taylor has a red towel, whereas the other 4 girls all have blue,which relates to the title of the album which the track is on, 'Red'. Also it makes her stand out as she is the main focus of the video because she is the Pop artist and her image is what people relate to when they hear her song. When it gets to the chorus of the song the music changes, the beat of the song increases and bass gets deeper and this relates to the visuals with the confetti and they begin to dance creating a more happier and exciting feel to the music video. Also she makes the hand gesture of '2' which relates to the lyrics of the song, '22'.Taylor and her friends dance in the video which is genre characteristic of the Pop genre however this not a serious choreographed routine with a serious feel it is more relaxed and fun which connects with the song.
Moreover the lyrics and the visuals again relate to each other, a close up is shown of Taylor with heart shaped sunglasses on which connotes love but the style of them is fun and retro.The lyrics, 'but i'll bet you want to' on 'you' points to the camera which is 
breaking the 4th wall with her teenage female audience. Also the juxtaposition of the wide shot shown of Taylor and her friends on the beach and the lyrics in the video,'this place is to crowded' have a relationship.

In addition the video highlights that the song relates to friends this is again amplified by the mid shots of the group of girls including Taylor laying on the sand together and the lyrics,'too many cool kids'.The mid shot of Taylor with minimal make up and a hat on to create a chilled and relaxed feel to the video through the use of mise en scene. This is to show her natural beauty to be looked at, this not a genre characteristic of Pop genre music videos typically were the female artist is made to look in a sexual way. The majority of the  
cinematography are shots of Taylor to show she is the most important person in the video and highlighting tot he viewer whop she is, an example is a 3/4 shot of Taylor posing on the beach as the sun is setting. This could also show her personality reflecting in the scene of it been a calm night and having fun which relates to the song title,'22' which is an age of having no care and enjoying life with no worries.

The lyrics to the song,'it feels like on of those nights' is supported by a over the shoulder shot of Taylor's reflection in the mirror while getting ready, the mise en scene for her clothing is a glittery dress showing she is going out at night, however the cat ears headband still keeps the young feel to the video. Also the mid shot of Taylor getting her make up done to get is an appeal to her main audience which are teenage girls. Her wearing make up to go out is sterotypically what most girls do before going on a night creating  something that her fans have in common which makes the fans feel closer to her. The close up of Taylor again has depth of field so the background is blurred and the camera is focused on her and the lights which is amplifying her beauty to the viewer.














Furthermore the mid shot of Taylor walking through a house with her friends, she has a light shining down on her making her dress sparkle and stand out. Also it making her friends fade into the black background highlighting as it has done throughout the music video that she is the main attraction. The wide shot of Taylor dancing on the table makes her stand higher in the scene of the house party compared to the other friends dancing on the floor, this instagates she has more power because of her Pop star status. In addition this shot amplifies the sense of being young and having fun that the song and video have been showing throughout.

Lastly the wide shot of Taylor jumping in the pool relates to the song of her having no care and just living for the moment which at the age of,'22' most people do. This also is a message to her fans when they get to this age or right now they should act like this and just have fun.


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